Montgomery Ward? When you buy frozen veggies in the supermarket, does the store brand

suffice, or will only the gourmet brand do? The answer to these questions will go a

long way in determining whether Infiniti's new I30 is the car for you.

Infiniti is Nissan Motor Corporation's luxury division, and they have been selling

automobiles Stateside since 1990 when they introduced their flagship, the Q45. The

I30 is Infiniti's latest offering. It's a mid-level, front-drive luxury sedan slotted

between the V8-powered Q45, the rear-drive J30, and Infiniti's entry-level, 4-cyl.

G20.

In the crowded entry-luxury segment, the I30 competes against some real standouts

like the new BMW 328i, the Mazda Millenia S, the Lexus ES300 and even Nissan's Maxima.

Luckily for Infiniti, the I30 is blessed with solid performance and luxury car

credentials that deliver on its promises. But, is it worth the premium? That all

depends.

between the I30 and the Nissan Maxima. This is no coincidence. The I30 is built from

the same platform as the Nissan Maxima and shares some of its electricals, mechanicals

and a fair share of its sheetmetal. This is not a negative because the Maxima is a

wonderful vehicle in its own right. However, the Maxima, option for option, will leave

a similar taste in your mouth for less money than the I30.

That aside, the I30 is an excellent vehicle with thoughtful luxury touches that

set it apart from its more pedestrian cousin. For example, its security system, which

comes standard, responds quietly and with a welcoming glow of interior cabin lights to

signal unlocking, or the polite flash of headlamps to confirm it has locked itself.No

honking horns for this car. If that's not enough, all the I30's security functions

are directed by the keyfob, which also has a built-in panic mode should you wish to

draw attention to yourself in a potentially troublesome situation. And on those

really hot days, you can even lower the front windows with the fob, permitting hot air

to escape from your vehicle. A nice touch.

The I30 comes in three trim levels: The Standard, the Leather Appointed and the

Touring, which we had the pleasure of sampling. If the base I30 is well appointed -

which it is - then the I30t is downright loaded. The I30t includes leather interior,

HomeLink, power everything and a CD player, and adds a Traction Enhancement System,

handsome 15" crosslace alloy wheels, meatier tires and a sleek spoiler. The I30t also

rewards the driver with upgrades underneath the car. The suspension has tuned a bit

firmer in order to respond to the demands of the more aggressive driver.

Safety equipment for the I30, no matter what trim level, is on par with the

segment and include crumple zones, side door beams, dual airbags and antilock brakes.

All I30s come standard with attractive, but rather bland exterior styling. The

Japanese have mastered the art of creating soothing and clean automobile lines without

offending anyone. The problem is they don't excite anyone either. While it may not

excite, the I30 does have classy, understated looks which come off elegant without

being ostentatious. The front end grillework echoes the Q45's, contributing to a

family resemblance while adding some luxury cachet.

A big part of the Infiniti mystique is the relationship they have their potential

and current customers. This approach to sales and service is embodied in a program

called The Total Ownership Experience. The showroom and service staffs act like hosts

and hostesses sporting gracious, low-key manners. Once you become an Infiniti owner,

the experience extends to 24-hour roadside assistance, which is free for 48 months,

even if your warranty has reached its mileage limitation.

When your car needs to be serviced or repaired, a loaner car will be made

available to you with little fuss. When your car is done, whether it be an oil change

or tune-up, it will be washed and vacuumed. A look at recent JD Power customer

satisfaction ratings will show that Infiniti's Total Ownership Program is producing

enviable results. If being treated like a king or queen is important to you, look no

further.

seat passengers alike. Up front there is an open and airy feeling, with exceptional

all-around visibility. In the back, there is room for three across seating when

needed. Here the I30 exceeds others in its class - like the ES300 and 328i - and

rivals some bigger cars too. (Infiniti likes to boasts the I30 has more interior room

than a Rolls Royce Silver Spur III.)

Ergonomically, there are no qualms to be had with the I30. It benefits from

typical Japanese execution. All controls are logically arranged and easy to reach,

with switches and buttons positioned and marked in such a manner that there is no

confusion over function. To top it off, the wood trim and leather upholstery helps

convey a warm and luxurious feel.

The only reservation about the interior execution of the I30 is the optional front

seat heaters. They were somewhat anemic in operation, even when on the highest

setting.

The Bose audio system, standard on all I30s, is simple to operate and a pleasure

to listen to. Two hundred watts, four amplifiers and six speakers release sound into

an well-engineered interior cabin, resulting in clear, full sound. A CD player and

cassette deck are standard, and conveniently placed within easy reach of the driver or

passenger. For those of you with big CD collections, there's an available multi-disc

trunk-mounted auto changer as an option.

A unique feature on the I30t and the Leather Appointed Model is the Integrated

Homelink Transmitter. Each vehicle's Homelink system can be programmed to replace

radio controlled devices such as garage doors or front gates. Even your home alarm or

lighting systems can easily be manipulated by using the handy controls mounted in the

driver's sunshade. It's a thoughtful safety feature that also reduces clutter in the

car.

pleasure. This is because the I30's athletic 3.0 liter V6 engine has been engineered

to deliver its 190 hp very willingly. The torque curve is relatively flat, so power

is available when it's most often needed or desired. This means no matter what the

driving situation, the I30 will respond. Judging by my stopwatch, the I30 should get

you to 60mph in the low sevens. It's unmistakably brisk.

Another bonus with the I30 is the availability of a five-speed manual

transmission, an ever-decreasing phenomenon in this segment. The smooth-shifting

five-speed certainly helped bring out some character and personality in our I30t test

car - and I suspect quicker 0-60 times, as well. Whether you equip the I30 with a

manual or the 4-speed automatic, the I30 is one of the stronger performers in its

class.

Isolation from road sounds and irregularities is also excellent, but the sense of

the road is not lost in the I30t. Occupants, regardless of whether they are seated in

front or back, experience a quiet, comfortable and stable ride bordering on the

sporty. Infiniti engineers created a suspension called the rear Multi-Link Beam,

which combines elements of multi-link and torsion beam suspensions. The result helps

keep the tires of this front-drive sedan in optimum contact with the road in addition

to effectively buffering the passenger compartment from noise and road irregularities.

This suspension is also more compact than other set-ups, contributing to increased

rear seat and trunk space.

are bound to get strong results. The I30 is proof of this. It hustles up to speed

and confidently handles just about anything a normal driver would care throw its way.

Toss in handsome styling, a long list of luxury amenities, features like Homelink and

Infiniti's Total Ownership Experience, and you have a complete luxury car package

competitively priced with respect to its peers.

There is no doubt in my mind the I30 is an excellent automobile, and to us well

worth the price. The question for you as a potential purchaser, is whether it is

worth the premium over the similar and eminently-capable Maxima? That all depends. Do you prefer coffee or cappuccino?